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NIKE REVERSES COURSE AS INNOVATION STALLS AND RIVALS GAIN GROUND
随着首席执行官唐若修远离零售商并依赖旧款畅销产品，鞋业巨头耐克步履蹒跚。如今该公司表示，正在重新专注于为运动员设计的尖端鞋类。
耐克公司首席执行官唐若修。 In late February, Nike boss John Donahoe led a virtual all-hands meeting where he delivered a message to his staff: The company wasn’t performing at its best and he held himself accountable. 6park.com
今年2月底，耐克公司(Nike)首席执行官唐若修(John Donahoe)主持召开了一次线上全员会议，他在会上向员工传达了这样的信息： 公司表现没有达到最佳状态，他自己要对此负起责任。 6park.com
就在两周前，耐克刚宣布将裁员1,600多人。 6park.comTwo weeks earlier, Nike had announced it would lay off more than 1,600 employees . 6park.com
唐若修在会上发言时，批评意见开始充斥Zoom聊天窗口；两万多名员工都在看着。 6park.comNow, as the CEO spoke at the meeting, critical comments started to fill the chat window on the Zoom call while more than 20,000 employees watched. 6park.com
一名员工写道：“问责制：我认为这个词的意思和你理解的不一样。”另一位用户写道：“如果是要削减成本，那让CEO减薪如何？”很快，屏幕上就出现了一连串大笑的表情符号。 6park.com“Accountability: I do not think that word means what you think it means,” an employee wrote. “If this is cost cutting, how about a CEO salary cut?” another wrote. Soon a cascade of laughing emojis filled the screen. 6park.com
一些同事警告其他人，他们的帖子不是匿名的，聊天可能会被监控。上述言语攻击持续了几分钟。一名员工写道：“我希望Phil在看，希望他能读到这些评论”，他指的是已退休的耐克联合创始人Phil Knight。 6park.comSome colleagues warned others that their posts weren’t anonymous and the chat might be monitored. The attacks went on for several minutes. “I hope Phil is watching and reading this,” an employee wrote, referencing the retired Nike co-founder Phil Knight . 6park.com
上述抗议之举说明了耐克内部的不满情绪有多强烈以及对其战略的担忧有多深厚。一位产品经理写道：“我们到底是怎么走到这一步的？” 6park.comThe virtual protest illustrated the depths of the dissatisfaction within the sneaker giant and concern for its strategy. “How did we actually get here?” wrote one product manager. 6park.com
自新冠疫情以来，随着耐克专注于力推旧款热门产品并为八字没一撇的电商革命做准备，该公司关键的跑步产品类别出现市场份额下滑。现任和前任员工说，这些举措侵蚀了耐克的创新和进取文化，正是这种文化助推耐克成为全球最知名的品牌之一。 6park.comSince the pandemic, Nike has lost ground in its critical running category while it focused on pumping out old hits and preparing for an e-commerce revolution that never came. The moves, current and former employees say, have eroded a culture of innovation and edginess that made Nike one of the world’s best-known brands. 6park.com
唐若修曾在2020年告诉《华尔街日报》(The Wall Street Journal)称，他接手之后的首要任务是“不要把事情搞砸”。四年后，该公司正逐渐放弃唐若修战略中的关键举措；随着越来越多的后起之秀对其步步紧逼，这些举措产生了适得其反的效果。 6park.comDonahoe had told The Wall Street Journal in 2020 that his No. 1 priority when taking over the company was “don’t screw it up.” Four years later, the company is unwinding key elements of the CEO’s strategy that have backfired as a growing number of upstarts nip at its heels. 6park.com
其中包括，随着新冠疫情的肆虐和更多购物活动转移至线上，耐克切断了与DSW和Urban Outfitters等长期零售合作伙伴的联系，并尝试直接向消费者销售更多商品。现在，耐克正要求其中一些商店帮助清理过剩的货架和仓库。 6park.comAmong the reversals: As Covid raged and more shopping moved online, Nike cut ties with longtime retail partners such as DSW and Urban Outfitters and tried selling more merchandise directly to consumers. It is now asking some of those stores for help clearing out its overstuffed shelves and warehouses. 6park.com
唐若修上周四在耐克位于俄勒冈州比弗顿的总部接受采访时说：“我会说，有一些事我们做对了，也有一些事做错了。” 6park.com“I would say we got some things right and some things wrong,” Donahoe said Thursday, in an interview at Nike’s Beaverton, Ore., headquarters.
本月，耐克在巴黎发布了为奥运会准备的一款耐克Air Zoom运动鞋。
失去根基 The strategic missteps have animated a debate inside the company about its identity. In its zeal to boost digital sales, some current and former employees say, Nike veered from its roots as a maker of cutting-edge footwear for serious athletes. It has opened itself to competition from newcomers such as On and Hoka, which have borrowed from the playbook that fuelled Nike’s rise—including focusing on sport over lifestyle, and taking risks on innovation. 6park.com
这些战略失误引发了公司内部对身份认同的争论。一些在职员工和前员工表示，在热衷于提高线上销售额的过程中，公司偏离了自己为专业运动员生产尖端运动鞋的初衷。耐克敞开怀抱，迎接On和Hoka等后起之秀的竞争，后者借鉴了耐克崛起的模式，包括专注于运动而非生活方式，以及勇于创新。 6park.com
耐克的旋风式增长已经停滞。截至2月29日的季度销售额与上年同期持平，该公司股价过去一年下跌了24%，同期标普500指数涨幅为19%。 6park.comNike’s once torrid growth has stalled . Sales for the quarter ended Feb. 29 were flat compared with a year earlier, and shares in the company have declined 24% over the past year, compared with a 19% gain in the S&P 500.
Donahoe in the interview acknowledged the brand lost its “sharp edge” in sports and needed to boost its “disruptive innovation pipeline.” The CEO said the brand’s marketing got fragmented and that with people going back to bricks-and-mortar stores, it was clear Nike needed to invest in its retail partners. 6park.com
唐若修在采访中承认，该品牌在体育领域失去了“锋芒”，需要加强“颠覆性创新管道”。他说，耐克品牌的营销变得支离破碎，随着消费者向实体店回归，耐克显然需要对零售合作伙伴进行投入。 6park.com
耐克高管在接受采访时说，公司在疫情暴发后过于谨慎，过度依赖销量可靠的老产品。他们说，公司最近几个月进行了重大改革，重新将重点放在推出尖端鞋类产品上。 6park.comNike executives said in interviews that the company became too cautious after the pandemic and overly reliant on older products that were reliable sellers. They said the company has made significant changes in recent months to refocus it on putting out cutting-edge footwear. 6park.com
“我们一直在为消费者提供他们熟悉和喜爱的产品”，耐克最近任命的首席创新官John Hoke说。“我们的工作当然是要做到这一点，但同时也要向他们展示新的东西，带他们去新的地方。” 6park.com“We were serving consumers what they know and love,” said John Hoke , Nike’s recently named chief innovation officer. “The job is to of course do that but also to show them something new, take them someplace new.” 6park.com
唐若修说，耐克正在经历艰难的裁员期，这给公司带来了不确定性，但公司将渡过难关。“我们的员工经历了很多”，他说。“实际上，耐克就像一支优秀的运动队一样，在我们背水一战的时候其表现才是最出色的。” 6park.comDonahoe said Nike is going through a period of adversity and layoffs that has created uncertainty, but that the company will get through it. “Our employees have been through a lot,” he said. “Nike is actually at its best, like a great sports team, when our backs are against the wall.” 6park.com
身为董事会名誉主席和耐克最大股东的Knight在一份声明中说，他“坚定不移地支持”唐若修。 6park.comKnight, who is chairman emeritus of the board and the company’s largest shareholder, said in a statement that Donahoe has his “unwavering support.” 6park.com
唐若修说，员工对此次全员大会的反馈彰显了耐克的一大优势：员工非常在意公司。唐若修说：“我们对此表示欢迎和鼓励。” 6park.comDonahoe said employees’ responses to the all-hands meeting reflected one of Nike’s biggest strengths: how much its staff cares about the company. “We welcome and encourage that,” Donahoe said.
数字化转型 Donahoe took over Nike just before the pandemic, at a delicate time. Though he inherited a market leader and one of the world’s best-known brands, Nike was seeking a refresh after it dealt with complaints about its workplace culture that led to a management shake-up . 6park.com
唐若修接手耐克是在新冠疫情暴发前，当时该公司的处境也非常微妙。虽然他接手的是一家市场领头羊和一个全球知名品牌，但当时员工对耐克职场文化大为不满，耐克刚刚重组管理层重组并准备重新出发。 6park.com
唐若修曾担任eBay首席执行官，在2015年结束的七年任期内，eBay电子商务平台的收入增长了一倍。之后他休了一次假，唐若修说这次10天的坐禅闭关给了他一个改变人生的体验，之后他转任云计算公司ServiceNow高管。 6park.comThe Evanston, Ill., native had been CEO of eBay , where he doubled the e-commerce platform’s revenue during a seven-year stint that ended in 2015. After a sabbatical—during which he says he had a life-altering experience at a 10-day Buddhist silent meditation retreat—Donahoe went on to run cloud-computing company ServiceNow .
2016年，耐克前CEOMark Parker。
2020年，顾客在疫情期间排队进入伦敦的一家耐克商店。 When he took the helm of Nike in early 2020, his marching orders from Mark Parker , his predecessor and current executive chairman, and Knight were clear. He was to turn the world’s biggest shoe maker into a tech company more directly connected to consumers through its own apps, which in turn collect valuable data from shoppers. 6park.com
2020年初唐若修执掌耐克时，他的前任、耐克现任执行董事长Mark Parker以及Knight给他下达了明确的军令状。他的任务是把这家全球最大的鞋履制造商打造成一家科技公司，通过自有应用与消费者建立更直接的联系，进而通过这些应用收集宝贵的消费数据。 6park.com
Parker在卸任时说，唐若修是领导耐克数字化转型的合适人选。 6park.comParker said when he stepped down that Donahoe was the right candidate to lead Nike’s digital transformation. 6park.com
包括唐若修在内，耐克50多年历史中仅有四位CEO。仅有的另外一位来自外部的耐克前CEO说，他在2006年短暂任职后下台，因为他过于关注数据。 6park.comDonahoe was just the fourth CEO in the company’s more than 50-year history. The only other outsider to get the job said he was ousted in 2006 after a short stint because he focused too much on the numbers . 6park.com
唐若修刚一上任就开启了原计划100天的全球聆听之旅，但一个月后由于新冠疫情暴发，他的行程被迫中断。 6park.comDonahoe started out with a 100-day global listening tour that was cut short after a month when the pandemic hit. 6park.com
疫情封控带动网上购物激增。到2020年5月，数字渠道占到耐克销售额的30%，比原计划提前了大约三年时间。 6park.comCovid lockdowns fuelled a surge in online shopping. Digital channels accounted for 30% of Nike’s sales in May 2020, about three years ahead of schedule. 6park.com
唐若修认为数字渠道对于耐克势在必行的转型来说是个加速器，并对耐克的计划进行了相应调整。几个月后，他加码推进自有门店和数字渠道销售策略，押注直接向消费者销售产品可能获取更多利润。他说，他相信数字销售将占到公司业务的50%，耐克应该加快转型步伐，来定义未来销售平台。是时候行动了。 6park.comDonahoe saw it as an acceleration of an inevitable shift and adjusted Nike’s plans accordingly. A few months in, he redoubled the company’s bet that it could make more money by selling products directly to consumers through its stores and digital channels. He said he believed digital sales would reach 50% of the business, and Nike should transform faster to define the marketplace of the future. It was time to act. 6park.com
到2020年底，耐克放弃了约三分之一的销售合作伙伴，对Foot Locker、DSW和梅西百货(Macy's)等客户的供货减少。早在2017年耐克就制定了逐步减少批发客户的计划，但随着数字渠道销售额的快速增长，唐若修表示有必要抓紧时间。 6park.comBy late 2020, Nike dropped about a third of its sales partners and sold less merchandise to clients such as Foot Locker , DSW and Macy’s . There had been a plan to phase out wholesale clients since 2017, but with digital sales growing quickly, Donahoe said there was a need for urgency. 6park.com
高管们对耐克自有门店能否填补停止合作的零售商留下的销售缺口意见不一；耐克自有门店包括工厂直销店和销售价格较高的新款产品的专卖店。 6park.comExecutives were divided over whether Nike’s own stores, which include both factory outlets and specialty shops selling higher-priced new releases, could fill the sales void left by the retailers the company was cutting out. 6park.com
知情人士称，在会议上，首席财务官Matt Friend和总裁Heidi O'Neill支持唐若修大幅减少零售合作伙伴的主张，但其他高管倾向于放慢速度推进转型。 6park.comIn meetings, finance chief Matt Friend and Nike president Heidi O’Neill supported the aggressive exit from retail that Donahoe was pushing, while others favored a slower transition, people familiar with the matter said. 6park.com
这些知情人士说，一些高管觉得，专卖店作为营销工具效果更好，这么快就砍掉这么多零售商，结果会适得其反。但唐若修和他的盟友取得了胜利。 6park.comSome executives felt the specialty stores in particular worked better as marketing tools and that cutting off so many retailers so fast would backfire, the people said. Donahoe and his allies prevailed.
3月，北京耐克Jordan World of Flight开业期间的顾客。
巴塞罗那的一家耐克专卖店。 Nike teams were tasked to come up with a new global supply-chain process. Selling directly to consumers increased the company’s liabilities, including by shifting storage and shipping costs from wholesalers to Nike. The company would also absorb the losses from discounts if the merchandise didn’t sell quickly and inventory piled up. 6park.com
当时耐克团队的任务是制定一套新的全球供应链流程。直销增加了公司的责任，包括仓储和运输成本从批发商转到耐克身上。而且，如果商品销售缓慢，库存堆积，该公司还要承担折扣带来的损失。 6park.com
唐若修2020年带领耐克转型的牺牲品之一是一项规模数十亿美元的业务，该业务致力于开发售价低于100美元的鞋类产品。耐克不再优先生产价格亲民的鞋类产品，之前耐克通常把此类产品卖给其销售合作伙伴，而在新策略下，耐克与这些伙伴分道扬镳。这一调整举措让耐克向高价鞋倾斜。 6park.comOne of the casualties of Donahoe’s 2020 transformation was a multibillion-dollar operation dedicated to developing footwear sold for under $100. The company deprioritised more-affordable footwear that usually sold to the sales partners that Nike was leaving behind. The move left Nike skewed toward higher-priced shoes. 6park.com
去年初，耐克新策略出问题的苗头开始出现了，当时零售商Foot Locker首席执行官Mary Dillon在一次业绩电话会议上表示，耐克品牌已改变方向，向Foot Locker提供了更多种类的耐克产品。到了去年夏天，梅西百货和DSW也说了同样的话。 6park.comThe first evidence of cracks in Nike’s new approach appeared early last year when Foot Locker Chief Executive Mary Dillon said during an earnings call the brand had reversed course and was sending the retailer a wider assortment of Nike products. By the summer, Macy’s and DSW were saying the same thing. 6park.com
信号很明确：耐克需要零售商帮忙销售商品。 6park.comThe message was clear: Nike needed help selling merchandise.
Nike veterans said cutting off wholesale clients was one of the biggest mistakes the company has ever made. After digital sales hit the 30% of the total mark early in the pandemic, they dropped back, and haven’t reached that level since—let alone the 50% target Donahoe had foreseen. 6park.com
耐克公司资深人士说，切断与批发客户的关系是耐克有史以来犯下的最大错误之一。新冠疫情初期，数字销售额曾占到耐克公司销售总额的30%，此后占比回落，自那以来一直没有重回巅峰水平，更不用说唐若修预测的50%目标了。 6park.com
唐若修在采访中说，当时的目标是更多地依靠特定的合作伙伴，比如Dick's Sporting Goods和JD Sports，他认为这些公司与耐克的合作将更为紧密，这算不上在战略上做出重大转变。他说，由于疫情期间供应链受到干扰，耐克不再优先生产低价鞋，但现在耐克正在增加此类产品的产量。 6park.comDonahoe said in the interview the goal at the time was to lean more on specific partners, such as Dick’s Sporting Goods and JD Sports , which he considers to be more aligned with Nike, rather than make a dramatic shift in strategy. Nike deprioritised making lower-priced shoes because of supply-chain disruptions during the pandemic, but it is now making more of those products, he said. 6park.com
“我不认为这是战略逆转，”唐若修在谈到耐克向更多的零售连锁店回归时说。“我把这视为一种调整。” 6park.com“I don’t see it as a reversal of the strategy,” Donahoe said of the return to more retail chains. “I see it as an adjustment.”
竞争加剧 Competitors have been using the sneaker giant’s playbook at its expense. Smaller brands like On, Hoka and New Balance have captured significant pieces of the market for both hard-core and everyday runners—and their popularity is spreading to the mainstream. 6park.com
竞争对手们一直在利用耐克的游戏规则，让耐克牺牲自己的利益。On、Hoka和New Balance等小品牌的跑鞋已经在铁杆爱好者和普通爱好者这两个市场占据一席之地，而且热度正在向主流市场蔓延。 6park.com
耐克的前员工经常引用耐克联合创始人Knight的话说，耐克的原则始终是首先用创新的高性能装备来抢占铁杆运动员市场，然后才考虑休闲消费者。 6park.comOften quoting Knight, the Nike co-founder, former employees said the principle always was to first capture the market for hard-core athletes with innovative performance gear, and the casual consumer would follow. 6park.com
今年2月初，Hoka的母公司Deckers Outdoor聘请耐克高管来接管该公司和Hoka品牌。在截至2023年3月的一年里，Hoka销售额达14亿美元，而三年前仅为3.52亿美元。 6park.comIn early February, Hoka owner Deckers Outdoor tapped Nike alums to take over both the parent company and the shoe brand. Hoka had $1.4 billion in sales for the year through March 2023, compared with about $352 million three years earlier. 6park.com
Hoka没有回应记者的置评请求。 6park.comHoka didn’t respond to requests for comment. 6park.com“当你是老大的时候，总会有人在追赶你，”唐若修说。他表示，竞争对手激励了耐克，让耐克努力去了解消费者的需求，并想方设法推出大胆、与众不同的产品。 6park.com“When you’re the biggest, there’s always going to be people coming after you,” Donahoe said. Competitors give Nike an incentive to try to understand what consumers want and to figure out how to come up with something bold and different, he said.
去年夏天，一位顾客在曼哈顿的一家商店试穿Hoka鞋。 Nike still dwarfs its competition . During Donahoe’s tenure, Nike sales have grown 31% to $51 billion in 2023. That is more than double the results of Adidas, its closest competitor by far. New Balance reported sales reached $6.5 billion last year, and upstart On almost hit the $2 billion mark. 6park.com
在这场竞争中，耐克仍鹤立鸡群。在唐若修执掌期间，耐克2023年销售额增长了31%，达到510亿美元。这个数字是最大竞争对手阿迪达斯(Adidas)的两倍多。New Balance去年的销售额为65亿美元，后起之秀On去年的销售额险些触及20亿美元大关。 6park.com
耐克为实现收入目标付出了代价。高管们转向了耐克品牌利润丰厚的特许经营产品，包括Air Jordan和Dunk，并加快了产品的发布速度。这一策略冲淡了耐克产品的专属性，而这一特性正是耐克运动鞋死忠消费者所珍视的。 6park.comThe race to hit revenue targets came at a cost for Nike. Executives turned to the brand’s lucrative franchises, including Air Jordan and Dunk, and ramped up the releases. The strategy diluted the exclusivity prized by die-hard Nike sneaker shoppers. 6park.com
唐若修在采访中说，耐克加大了生产力度，以满足其SNKRS应用上的购买需求。粉丝们通过该应用购买最新的耐克限量版。唐若修说，2021年初，耐克在该应用上发布的一些新产品，只满足了不到5%的购买需求，消费者对此感到沮丧。 他补充说，公司的目标是专属款式需求的满足率要达到接近20%。 6park.comDonahoe said in the interview that Nike ramped up production to meet demand on its SNKRS app, which fans use to buy the latest limited releases. In early 2021, Nike was meeting less than 5% of the demand for some releases on the app and consumers were frustrated, Donahoe said, adding the goal is to meet something closer to 20% of demand for the exclusive styles. 6park.com
现在，运动鞋经销商们称，耐克发布的一款又一款限量版运动鞋在SNKRS平台上根本卖不完，而且在二级市场上，限量版运动鞋的价格正在下跌。耐克密切关注这个二级市场。 6park.comNow, sneaker resellers say they have seen release after release of Nike’s limited-edition kicks that don’t sell out on the SNKRS app, and that in the secondary market—a space that the brand closely monitors —prices are tanking. 6park.com
耐克高管们在今年3月表示，耐克将减少特许经营产品的发布。 6park.comNike executives in March said they would pull back on franchise releases. 6park.com
唐若修说，“耐克一直都在进行特许经营产品管理”。 6park.comDonahoe said “franchise management has always been something Nike has done.” 6park.com
在截至2月29日的季度，耐克的数字销售额有所下降。该数据包括直销和合作伙伴的电子商务销售额。耐克首席财务官Friend在3月份告诉分析师，耐克预计总销售额下降将至少持续到今年年底。 6park.comNike’s digital sales, a figure that includes direct and partner e-commerce sales, declined for the quarter ended Feb. 29. Friend, the finance chief, told analysts in March that Nike expects total sales to decline at least until the end of this year.
努力创新 The pursuit of sales growth from limited-edition sneaker releases led Nike to neglect its running category, long considered the core product of the company, former employees said. 6park.com 6park.com本月，耐克在巴黎发布了为奥运会准备的新产品系列，包括采用公司Air技术生产的具备新型缓冲系统的跑鞋。 6park.comThis month in Paris, Nike unveiled its new product line for the Olympics, including running shoes with a new cushioning system that uses the company’s Air technology. 6park.com
耐克前员工说，耐克追求限量版运动鞋带来的销售增长，使其忽视了长期被视为核心产品的跑步类产品。 6park.com
在此次活动现场接受采访时，公司高管表示，在新冠疫情期间，远程工作扼杀了创造力，公司变得有些规避风险。首席设计官MartinLotti说，该公司花了太多时间回顾过去。 6park.comIn interviews at the event, executives said the company had become somewhat risk-averse during the pandemic, when working remotely stifled creativity. Martin Lotti, chief design officer, said the company had spent too much time looking to its past.
“If you drive a car just by looking in the rear view mirror, that’s not a good thing,” Lotti said. “The bigger opportunity is the windshield.” 6park.com
“如果你开车只靠看后视镜，那可不是一件好事，”Lotti称。“从挡风玻璃才能看到更大的机会。” 6park.com
耐克的现任高管和之前的高管认为，该公司的未来在于其应用程序生态系统，如Nike Training and Running Club或SNKRS应用程序，以及公司可以从中获得的可以帮助设计和销售产品的数据。在公司内部，领导层在谈到耐克的创新和设计文化时，长期以来一直都在拿苹果公司(Apple)作比较。 6park.comCurrent and former Nike executives believe the future of the company is in its app ecosystem , like the Nike Training and Running Club or its SNKRS app, and the data it can harness from them to help design and sell products. Inside the company, leaders have long tried to draw comparisons to Apple when talking about Nike’s innovation and design culture. 6park.com
耐克一直在收购规模较小的数据分析初创公司，至少已有十年之久。两年前，它还将赌注押在了NFT热潮上。 6park.comThe sneaker giant has been acquiring smaller data analytics startups for at least a decade. Two years ago, it also bet on the NFT craze . 6park.com
耐克最大的技术投资之一，是斥资数以十亿计美元将多个软件程序迁移到一个单一系统中。这个新平台被称为S/4HANA，目前仍未投入使用，比原定计划晚了三年。该软件旨在帮助日常运营，如采购和库存管理，并加快数字化销售。 6park.comOne of Nike’s biggest tech investments is a multibillion-dollar process to migrate multiple software programs into one single system. The new platform, known as S/4HANA, is still not operational and is three years behind schedule. The software is designed to help day-to-day operations, such as procurement and inventory management, and speed up digital sales.
去年，新加坡的耐克配送中心。
耐克去年关闭了西雅图的一家商店。 As part of its accelerated focus on digital sales, Nike hired about 3,500 people to join what the company calls its global technology group, which includes consumer insights and data analytics. Executives at the time said they were investing in “demand sensing,” “insight gathering” and a new inventory system. 6park.com
作为加强向数字销售倾斜的一部分举措，耐克聘请了约3,500人加入该公司所谓的全球技术团队，其中包括收集消费资讯和进行数据分析的人员。高管们当时表示，他们在投资“需求感知”、“消费资讯收集”和一个新的库存系统。 6park.com
了解消费资讯策略的耐克前员工说，高管们对数据的解读有误，高估了对过去的特许经营产品的需求。 6park.comFormer Nike employees with knowledge of the consumer insights strategy said executives misinterpreted the data in ways that overestimated demand for retro franchises. 6park.com
在2月份裁员时，高管们对上述团队的多个管理层级进行了人员缩减。一个大型技术创新团队和一个独立的人工智能团队也被裁撤，前者的任务是开发软件，在日常设计任务中应用苹果公司新推出的Vision Pro增强现实系统。 6park.comDuring February’s round of layoffs executives trimmed layers of management across the company’s insights and analytics teams. A large technology innovation team, tasked with developing software to implement Apple’s new Vision Pro augmented reality system in day-to-day design tasks, and a separate artificial intelligence team were also eliminated. 6park.com
耐克高管表示，公司将进入一个创新的“超级周期”，新的Air系列产品将提高运动员的表现。 6park.comExecutives at Nike say it is entering a “supercycle” of innovation and that the new Air line of products enhances athlete performance. 6park.com
在本月举行的奥运会产品预览活动中，耐克公司在巴黎市中心历史悠久的布隆尼亚尔宫举办了为期三天的新Air系列产品发布会。一个博物馆风格的传送带装置展示了耐克的产品演变和研发项目，供来宾参观。莎卡莉·理查森(Sha'Carri Richardson)和埃利乌德·基普乔盖(Eliud Kipchoge)等长短跑运动员为这些新运动用品做了模特。已退役的网球名将塞雷娜·威廉姆斯(Serena Williams)为该公司制作精美的介绍视频做了解说。 6park.comAt the Olympics preview event this month, the company took over the historic Palais Brongniart in central Paris with a three-day event to unveil its new Air line. Guests wandered through a museum-like, conveyor-belt installation highlighting Nike’s product evolutions and research and development programs. Athletes including runners Sha’Carri Richardson and Eliud Kipchoge modeled the new gear. Retired tennis great Serena Williams narrated the company’s lavish introduction video before appearing on stage. 6park.com
在布隆尼亚尔宫外，矗立着几座30英尺高的橙色雕像，雕塑的人物是耐克赞助的运动员，包括勒布朗·詹姆斯(LeBron James)、基利安·姆巴佩(Kylian Mbappe)和维克托·文班亚马(Victor Wembanyama)。 6park.comOutside, 30-foot orange statues of Nike-sponsored athletes including LeBron James, Kylian Mbappé and Victor Wembanyama stood guard. 6park.com
唐若修与Knight的关系可以追溯到20世纪90年代初，当时他是贝恩(Bain)耐克项目的顾问。他于2014年加入耐克董事会，是Knight创建的实体Swoosh LLC的董事之一，该公司持有价值约220亿美元的耐克股票，控制着耐克董事会的多数席位。唐若修称Knight是他心目中“商界最伟大的英雄”。 6park.comDonahoe’s relationship with Knight goes back to the early 1990s, when he was a Bain consultant on Nike projects. He joined the Nike board in 2014 and is one of the directors of an entity Knight created called Swoosh LLC, which holds roughly $22 billion worth of Nike shares and controls a majority of Nike’s board seats. Donahoe calls Knight his “greatest hero in business.” 6park.com
唐若修表示，他每周都会与他的前辈Parker会面。 6park.comThe current CEO said he meets with his predecessor, Parker, every week. 6park.com
唐若修说，他和Parker都采用一种他称之为“仆人式领导”的管理策略，他心目中的一些体育英雄都对这种策略做了很好的诠释，包括篮球教练菲尔·杰克逊(Phil Jackson)、约翰·汤普森(John Thompson)、迈克·沙舍夫斯基(Mike Krzyzewski)和塔拉·范德维尔(Tara VanDerveer)。 6park.comDonahoe said that he and Parker share an approach to management he calls “servant leadership” that was embodied by some of his sports heroes, including basketball coaches Phil Jackson, John Thompson, Mike Krzyzewski and Tara VanDerveer. 6park.com
“这从来不是关于我。这是关于你的球员。你是否尽你所能，让你的球员为赢得比赛做出调整？当你赢了的时候，这就是球员的功劳，而当你输球的时候，你会说这是我的问题，对吗？”他说。“这就是我一直努力体现的，包括在这段时间里。” 6park.com“It’s never been about me. It’s about your players. And are you doing everything you can to allow your players to make the adjustments to win? And when you have a win it’s about the players and when you have a loss you say it’s on me, right?,” he said. “And that’s what I’ve always tried to embody, including during this period of time.” 6park.com
本周，唐若修将面临另一个考验：再向几百名员工发出裁员通知。 6park.comThis week, Donahoe is facing another test: the company is notifying several hundred more workers whose jobs are being cut.
田径明星莎卡莉·理查森参加了耐克公司在巴黎举办的新Air系列产品发布会。
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